Q: I
recently sent press releases to several editors of publications and
producers of radio and TV programs, but nothing was ever published
or aired. What more can I do with that one press release or bit of
newsworthy information from our company?
A: A
lot of times we hope to gain PR for our business because it
involves no cost or cash outlay. The pundits, experts and
professionals always tell us to start with a press release and then
follow up with specific editors of specific publications. This
sounds good, but we have all experienced a targeted press release
campaign with little or no results. We get discouraged, say that
the publicity campaign didn't work and abandon further efforts.
Sound familiar? At least there are ways to improve your results,
such as by getting more mileage out of a single press release.
Finding a newsworthy angle for the information you want
publicized is a key to getting in print. But beware: What you think
is news may not be news to an editor. Put yourself in the
editor's shoes. Put yourself in the reader's shoes. This
will help with your angle and newsworthiness.
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Press releases can also have a synergistic effect. Sending out
one press release may or may not get published. Sending a follow-up
press release on the same news with a different angle and attaching
the original press release can increase the probability of getting
published by more than twofold.
A good example is the local printing company that offered free
business cards to the company that chose to relocate to the city
where the printing company was located. One press release about
this incentive yielded two articles--small paragraphs hidden on
back pages of local suburban weeklies. Once the relocating company
chose the city where the printing company resided, a second press
release was sent, tying the choice to the earlier communicated
incentive. The first press release was also attached. The end
result? Stories placed in eight newspapers and on one radio
station, as well as a PR bonanza, all from sending just two press
releases. The follow-up plan definitely yielded significant PR
results. Following up an original story with another newsworthy
angle increased the PR and the ensuing results for the printing
company. There are many more examples like this, but the key is
always follow-up.
Besides follow-up, there are other things that can be done to
make PR more efficient with even more results. The following are
just a few more ideas:
- Post press releases on your Web site.
- Send a copy of a press release with a letter letting customers
and prospects know what is going on in your company.
- Include a press release as part of a sales kit/presentation
folder.
- Use a press release that's been published as grounds for a
letter to the editor.
- Attach to a follow-up press release.
- Include a link to a press release published online in any
e-mail correspondence.
- Include the same link in your e-mail signature.
- Put the press release in a frame and display it in your place
of business.
- Include the press release in any sales correspondence with
prospects and customers.
These are just a few ideas. But it's easy to see that even
when your campaign doesn't catch the attention of editors or
producers, there's always more marketing that can be done with
a single press release.
Alfred J. Lautenslager is an award-winning marketing and PR
consultant, direct-mail promotion specialist, principle of
marketing consulting firm Marketing Now, and president and owner of
The Ink Well, a commercial printing and mailing company in Wheaton,
Illinois. Visit his Web sites at http://www.market-for-profits.com
and http://www.1-800-inkwell.com, or
e-mail him at al@market-for-profits.com.
The opinions expressed in this column are those
of the author, not of Entrepreneur.com. All answers are intended to
be general in nature, without regard to specific geographical areas
or circumstances, and should only be relied upon after consulting
an appropriate expert, such as an attorney or
accountant.